Many human actions are done on impulse – a feeling that drives you to make decisions without further thought or delay. This notion is the driving force behind impulse purchases, which is defined as the unplanned decision to buy a product or service, made just before a purchase.
It’s no secret that marketers have found an extremely effective way to take advantage of this natural, instinctive reaction. The desire to buy things we didn’t even realize we wanted, until they were right in front of our face, means big profits for those who know how to use it to their advantage.
Brick and mortar retailers have been doing it for years, but effectively converting it to the online marketplace is another story. Here, we’ll take a look at how some retailers have successfully used this method to entice buyers and increase profits.
Custom Product Suggestions
This is a trick used most effectively by retail stores. Nordstrom, for example, will generate custom items for each individual based on the products in their cart. But, what makes their efforts really stand out is the language they use.
Calling for shoppers to “complete the look” instills the feeling that something is missing, that their new shoes won’t look as good without the suggested pair of pants. In turn, the shopper buys more items than they originally sought to. Mission accomplished.
Free Shipping on Orders More Than…
Setting a minimum for free shipping gives your buyers a goal! Not only that, it gives the impression that they are getting a real bargain. However, when establishing this threshold, it’s important that you weigh your profits and losses. Don’t set the limit so low that each purchase drastically dips into your total take-home.
Finding the sweet spot will probably take a little research, including evaluating your competition to make sure your deal is just as enticing and equally effective. This is an internet marketing technique that appeals to almost everyone. With a little time and effort, it can be extremely powerful and profitable.
Follow Up With Your Customers
Retailers like Pottery Barn send emails to their customers, suggesting new products based on their past purchases or encouraging shoppers to take action on abandoned carts. This method acts as a gentle, but extremely effective, reminder.
Things that people considered purchasing with their last order are now in front of their face once again. Or, they are reminded of that new table they so badly wanted but couldn’t bring themselves to buy. This nudge might be just what they needed to take the plunge.
What’s most certain, this tactic applies to retailers of all shapes and sizes. No matter who you’re selling your product to, everyone loves a bargain. Consumers will jump at the chance to save a little money and get products they’ve been dying for, even if they don’t know it yet!
